According to the CTA’s “Path to Purchase Using Mobile Devices Market Research” report, 60 percent of U.S. consumers use mobile technology for shopping, and 67 percent searched online for additional product information. Nine in 10 mobile device owners have at least one subscription to access coupons, promotions, and special discounts, CTA added.

"Every step of the consumer's path to purchase has dramatically changed with the use of smartphones, from triggering interest in considering technology products to purchase and sometimes post purchase behavior that includes posting online reviews," said Steve Koenig, CTA market research senior director, CTA. "The retail market continues to change with the innovations associated with smartphone technologies — such as location-based services and apps — creating new opportunities for both brick-and-mortar and online retailers to meet the changing needs of consumers."

The report dovetails with the findings of a recent study from GfK, which said 46 percent of Gen Z shoppers researched an item on a mobile device and then purchased it in a physical store.